NOW IN OUR
35th! YEAR
NOW IN OUR
35th! YEAR
™
AWARD WINNING VOICE OF THE GLOBAL V- TWIN CUSTOM PARTS, PERFORMANCE AND ACCESSORY INDUSTRY
H-D Q2 North American Retail Motorcycle Sales + 3 %( 29,751 units), Inventory Ended Q2-17 %
In reporting its second quarter 2026 results and raised full-year guidance, Harley-Davidson President and CEO Artie Starrs is quoted as stating that " our second-quarter performance reflects strength in our domestic retail business, continued focus on healthy dealer inventory levels and the exceptional commitment of our dealer network. " We also made meaningful progress against our ' Back to the Bricks ' strategic initiatives, strengthening execution across the business and driving improved profitability. " Given this progress, our first-half results, and our market share gains, we are raising our full-year guidance and remain confident in our ability to create long-term value for shareholders." In product terms June saw the introduction of the 2026 Super Glide with the new ' Deadwood ' model announced after the quarter end and before the Sturgis Rally, in July 2026. For the second quarter of 2026, North American retail motorcycle sales
were 29,751 units, up 3 % over the prior year, with global dealer inventory of new motorcycles ending Q2 by-17 % compared to end Q2 ' 2025.
The Limited Edition 250th anniversary Super Glade special
Q2 HDMC global motorcycle shipments of 39,209 were up by 9 % over prior year, while wholesale unit shipments were lower than retail unit sales. This was " aligned with Company plans as dealer inventory management remains a top priority." Global retail motorcycle sales in the second quarter were up 1 % versus prior year, reflecting North American growth and soft international results. The 3 % increase in North American retail unit performance was said to have been driven by continued strength in the Touring and Sport categories and a positive response to the new ' 26 motorcycle line-up. EMEA retail performance was down by-9% and Harley characterizes this by positive results in the Touring and Sport categories, while the German region( Germany, Austria, Switzerland / GAS) experienced a decline. APAC retail performance( Asia / Pacific) was slightly positive in the quarter, where Australia and New Zealand led the region from a growth standpoint. Latin America retail was characterized by strong gains in
Continues on page 8 >>>
SEPT 2026
ISSUE # 326
STURGIS HOF
INDIAN AND KLOCK
ANNIVERSARY CHIEF VINTAGE
Thunderbike is one of Germany ' s largest Harley dealers and custom parts manufacturers; Andreas Bergerforth is the only authorized Harley dealer to have won the AMD World Championship and the man who ' calls it the way he sees it '- see pages 23-25.